IKEA

Project overview

The Concept

My idea for this project is to develop upon the idea that digital representations of commodities through the medium of 3D design in advertising and marketing, lose all grounding in reality, allowing for depictions of everyday objects to stray further and further into the surreal. The idea behind this is that 3D design’s ability to replicate objects in a realistic way from a completely digital and non tangible origin, makes for an outcome that lends itself to the unnatural aesthetic of surrealism.

The Brand

I feel that the Swedish retail brand IKEA would be a suitable brand of which to work as an extension of because IKEA produces 75% digitally created and rendered imagery within their catalogue, as it helps with tailoring their advertising to a more region specific demographic without the commitment of physically constructing said modifications. This practice however works with the context of my project as IKEA's representations of their products no longer hold any physical grounding due to their creation and depiction now being in the simulated reality of the computer.

Goal

I am going to develop upon IKEA's use of 3D design to now exaggerate the hyperreality created by using this medium. I am going to depict a hyperreality where the continued depiction of non tangible objects in a realistic setting has prioritised the products visual aesthetics and functionality over its physical functionality.